Abstract
Background: Few theories of health behavior explicitly take the effect of social norms on behavior into account. The ones that do assume that the effect of norms on behavior operates through motivation. We use a behavior model that is new to public health to test whether norms affect behavior through motivation or ability. Methods: This study uses data from a household survey of Nigerian women, ages 14-24. The survey collected data on socio-economic and demographic characteristics of women, whether they were sexually experienced, and whether they used contraception. The survey also collected data on descriptive and injunctive norms around premarital sex and contraceptive use. Multivariate logistic regression was used to test whether the effect of unfavorable social norms on modern contraceptive use operates through motivation or ability. Results: The data was used to construct variables measuring unfavorable social norms, motivation, ability, and modern contraceptive use. After adjusting for a range of socio-economic and demographic variables, we found that unfavorable social norms had a statistically significant negative effect on contraceptive use. The analysis suggests that the effect of unfavorable social norms on contraceptive use operates through ability.Conclusion: This study sheds light on the pathway through which social norms affect contraceptive use. The findings suggest that public health interventions may be able to counter the negative effects of unfavorable social norms on modern contraceptive use by increasing women’s ability to practice contraception. These findings have important implications for the design of interventions that aim to increase contraceptive use among young women in Nigeria. The study also demonstrates the utility of the FBM, a practitioner-friendly, behavior change model, in examining the relationship between norms and behavior.